This chapter focuses on formats or models of advertising, categories of advertising ideas that can help us familiarize with the different solutions that exist in the contemporary media for advertising. It is important to be familiar with different formats and their characteristics in order to create solutions that are fitted to each, especially in the age of technology where new formats are ever growing. In addition the chapter covers different approaches to advertising in different formats, like endorsements, showing the problem and the solution, comparison between two products or brands etc. Methods like the spokesperson, or the endorsement got me thinking how these approaches can be seen today as outdated and overused, since today's costumers are saturated by advertising campaigns that have used these strategies for a very long time. However adds for companies like AllState or Nike show how these approaches can still be renewed and made effective, especially through the use of comedy or especial effects to add more entertainment.
This add from Allstate is one of my favorite spokesperson campaign, they actually have two spokespersons, the comedian and the serious personality/ trustful individual who comes after the add to speak for the company. This add is a very good example of using a Spokesperson and combining it with storytelling, comedy and drama, to give it a modern flare.
This chapter discusses the importance of type selection to the overall concept of the design, as well as to get the message across. It shows how to select a type according to its function. This chapter also covers the generation of images, the different types of images that can be created by the designer or illustrator, and how to combine images and text. The relationship between type and image is crucial in to achieve a successful solution for advertising, a great concept can get lost in translation with the wrong choice typography or a badly generated image.
In this great add, we can see how the right combination of typography and image can make or breake a design. Here the text does not overwhelms the image, but complements it, it delivers the message at the precise time. The size and position of the text versus the image is highly important here too, the text is what surprises the viewer at the exact moment after the image is deciphered.
This chapter discusses the subject of the composition, as it was seen in the previous add, the composition compliments the image and text, and it is another element of design that can make or break the concept. The composition can be formed by using a grid, or through spontaneous design. However it is important to determine what do we want to say and how, so we can use the composition in an interesting and appealing way to get our message across. There are different visual elements that need to be understood in order to use the composition to our advantage, like balance, hierarchy, rhythm, contrast etc. An excellent example of good composition and use of design elements is this famous Volkswagen add. Here the grid is used to create rhythm and balance, while the minimalistic composition provides a visual hierarchy that allows the viewer to move through the page and get the message. This add shows how good composition can be the key to a beautiful and successful design.
This chapter deals with one of the most important elements of advertising and design, the concept. The first thing we need to start a project is a concept, since every decision that we make will have to relate to it and complement it. The concept is what drives the campaign or the design, and how succesful our work is depends on this 'big idea'. The chapter also talks about different methods to arriving at a good concept, including market research and costumer opinion. It also includes different strategies to think creatively and arrive at a good idea, like creating visual analogies and connecting words and images.
A good example of a successful solution using creative thinking is this add for Fedex, where they combine two well-known icons of two cities;The statue of Liberty and Rio de Janeiro's Christ, into one image to get the message of international service across.